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Sapporo's Sapporo Premium Black

Sapporo’s Sapporo Premium Black

Sapporo’s Sapporo Premium Black

Category - Beer, lager, 5% abv

Available - From next week

Location - US, in most states, through both on- and off-premise

Price - Between US$2.99 and $4.99 per 22oz can

Sapporo has lined up a US-specific dark lager under its namesake beer brand. Sapporo Premium Black rolls out across the country next week. The permanent brand extension is a dark lager brewed with roasted dark malts.

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Sapporo Premium Black will be the first new Sapporo release in the country since 2004.

"The addition of Sapporo Premium Black further diversifies our portfolio of beers and encourages existing Sapporo fans to move beyond the perception that we are strictly a brewer of fine lighter lagers." said Louis Orui, president of Sapporo USA.

Earlier this year, Sapporo and its Japanese brewing rivals saw their domestic beer market fall back in the first three months of 2016. While Sapporo's beer volumes inched up by 1%, the overall market was down in the period by 4%.

Show the press release

SAPPORO U.S.A, brewer of premium lagers sold in the United States for more than 50 years, today announced the launch of Sapporo Premium Black, its first new product in the U.S. market since 2004. Sapporo Premium Black is a bold and flavorful dark lager that marks a pioneering effort for the Sapporo Brand into the world of dark beer.

"We've always believed Sapporo to be versatile, and so we called upon our longstanding commitment to quality craftsmanship and advanced brewing processes to produce a dark lager that breaks the mold of how consumers see our brand," said Louis Orui, President, SAPPORO U.S.A. "The addition of Sapporo Premium Black further diversifies our portfolio of beers and encourages existing Sapporo fans to move beyond the perception that we are strictly a brewer of fine lighter lagers."

Carefully created from select barley and hops, Sapporo Premium Black is complex, yet notably smooth. The robust beer offers aromas of chocolate and roasted dark malt, complimented by a sweet, round fullness of black coffee on the palate.

The rich flavor makes Sapporo Premium Black well suited for pairing with a variety of hearty and spicy dishes from around the world, including traditional German, Asian, Cajun and Latin cuisines. Pairing recommendations include grilled, roasted or blackened meats, burgers, smoked sausages, and hearty seafood such as swordfish or tuna.

Sapporo Premium Black is 5% ABV and packaged in a distinctly designed variation of Sapporo's signature 22oz. steel can, embodying the same combination of cutting edge style and time-honored tradition that has defined Sapporo for 140 years. Officially launching September 1, Sapporo Premium Black will join a Sapporo brand family that also includes Sapporo Premium, Sapporo Reserve and Sapporo Premium Light.

Original source: Company Release


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